Payment Forms
Redesigning Payment Forms · Wix Forms
Aug 2023 – Mar 2024
I owned the redesign of Payment Forms for Wix Forms. The existing feature was barely functional. Users could sell only one item at a time, with no calculations, no product options, and a setup flow so confusing it ranked among the top support issues.
I researched the problem, analyzed competitors, and designed a two-phase solution that transformed a broken feature into a scalable revenue tool for Wix site owners.
Product
Wix Forms
My role
Senior Product Designer
Skills
End-to-end product ownership Competitive research Multi-phase UX strategy Complex system design
Timeline
Aug 2023 – Mar 2024
Team
PM, 3 engineers, UX writer
Problem
Setup was a major friction point. Setting up a payment form ranked as a top support issue across Wix. Users struggled to finish setup, connect providers, and understand how payments worked.
The feature was too limited. Only one item per form. No multiple products. No price calculations. No conditional logic. Users who needed real commerce functionality either hacked workarounds or left the platform.
Clear competitive gap. Jotform, WP Forms, Cognito, and Zoho all supported advanced payment logic, multiple items, and product images. "Advanced Payment Options" was the #1 feature request from both users and partners.
Process
I started with support tickets and feature request data. The pattern was clear: users weren't asking for polish. They were blocked. The setup flow was confusing, and the feature could not support real use cases like services, donations, or product bundles.
Competitive analysis across eight platforms confirmed the gap. Most competitors offered multiple payment items, automatic price calculations, stock management, and conditional logic. Wix offered none of it.
To move fast and reduce risk, I scoped the solution into two phases based on impact.
Solution
Phase 1 — Fix the foundation. Introduced a new "Collect Payment" field with fixed and custom pricing, fully integrated with Wix eCommerce checkout instead of a separate flow.
Phase 2 — Enable real selling. Added a "Sell Product" field supporting multiple items with images, descriptions, automatic total calculations, and digital file delivery after purchase.
The submission table was upgraded to track payment status with order numbers, giving site owners clear visibility into transactions.
A key product decision was to allow either "Collect Payment" or "Sell Product" per form. This kept the experience focused and the checkout flow clean.
Impact
What was once a support-heavy feature became a scalable revenue driver. Payment forms evolved from basic transactions to a flexible selling system embedded into the Wix ecosystem.
9x
Revenue
3.4x
Forms with payments
2.6x
Checkout completion